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If you are a product manufacturer then you’ll be targeting Architects and Contractors in the main and be marketing to them through a variety of campaigns and channels.
What I like to do for clients is to show them which specific Architects and Contractors they have increased awareness, engagement or even goals (registrations, downloads, sign ups, enquiries etc) by using Google Analytics:Read More
I’ve just been going through some of our clients Analytics data and discovered this particular interesting conversion path in Google Analytics. For those not familiar with conversion paths then read here. In a nutshell, a conversion path shows you the path with all the different mediums used prior to converting into leads or customers.Read More
Google Analyics have just produced a very entertaining video to show what Google Analytics is like in real life.
The video is aimed at e-commerce businesses but there is no reason why this video also contains a message for us marketers in the construction specification market. Can the specifiers who visit your website find what they want? What are they searching for when they hit your site?Read More
A few weeks back I discovered SpecifiedBy via LinkedIn Groups, a digital file sharing platform for building product manufacturers. I approached the founder of the platform, Darren Lester to see if he would be up for explaining what SpecifiedBy is and who its for.
We know our readers are predominantly marketers from building product manufacturers and therefore felt this would be useful for our readers. If you would like to be part of the BETA testing team of SpecifiedBy platform then please email them here. You will also receive a 12 month FREE subscription to the platform for doing so.
Enjoy!Read More
All the rave is about commercial social sites like Twitter, Facebook and LinkedIn but since doing quite a few online competitor and mention analysis; I’ve come across some social sites, mainly forums, which I would consider absolute goldmines for information when researching mentions of your brand online.
Firstly I’ve some across many conversations about some of the biggest brands in construction that took place back in late 90’s. It’s probably safe to say these companies are not aware of them. Read More
Firstly thank you to everyone who joined the webinar today on ‘What good SEO looks like on a website’. I hope it was useful and allowed you to assess your own sites and see if it included the basic elements of good search optimisation.
Below are 3 bits of material, firstly, the video recording and secondly the slides from the webinar – if you would like to download the powerpoint file then please click on the small link below the slideshare presentation below.
Finally, right at the end we have a bonus PDF checklist which you can download and go through your site to do your own assessment. It also includes links to some other useful resources which I’ve mentioned in the webinar. Check it out!Read More
One of the key objectives of any search engine optimisation strategy is to increase the amount of traffic you get from search engines from non-branded keywords/search terms to increase brand awareness. Another objective is to then convert that traffic growth into leads (sample requests, registrations, enquiries, call backs etc) but lets focus on traffic growth for the time being.
Non-branded search phrases are queries which users enter into search engines without using your company name or product names/brands. If you want to know more about non-brand search optimisation then please do check out this MDiTV video.
Our digital marketing strategy process is quite intrusive, uncomfortably so in some cases. On that point, I was recently asked how we handle our clients’ sensitive information given that we work in such a paranoid industry [his words not mine].
It’s a fair question that I’ve come to expect to answer at the outset of any engagement with a new client. In truth, on occasion, we’ll sign an NDA [non-disclosure agreements] or similar confidentiality agreement – principally because if it makes the client feel more comfortable with the process then that’s what we’ll do.Read More
This is a guest post written by our close friends over at Competitive Advantage who recently completed some research to find out what types of information Architects are looking for when sourcing sustainable products:
The architect is probably the most important member of the design team, distilling the requirements and advice of the other members. Recently Competitive Advantage completed research called Designing with Sustainable Products, this looks into how Architects design non-residential sustainable buildings and the information they need from manufacturers.Read More
Over the last couple of weeks I’ve noticed quite a few construction and building product manufacturer websites being launched – without even the basic signs of any search engine optimisation. I’ve been trying to work out why that could be. Could it be that the marketer didn’t plan for SEO? Or does the marketer even know what SEO is, is more education required? Could it be that marketers or their agencies just simply don’t know what to look for even if they think their website has been optimised for search engines and people?Read More
